For the development of enterprises, Nike founder Philip? Knight once said this to say: "the secret to success which are included in three issues: how to win from customers more than the competition attention and affection? How can we ever achieve this? How can the most efficient way to do that? "
These three issues, Nike really give a perfect answer sheet. In 1976, Nike Olympic debut when the annual sales of less than 30 million U.S. dollars. But 15 years later, its sales volume reached 30 billion U.S. dollars, with the Adidas athletic footwear market with a leading brand. Many market experts believe that Nike's success mainly due to three factors: innovative product design, strong sales network and leading fashion advertising campaign. But I think that these three factors, there is an equally critical success factors: Nike as a brand, from the birth of the first day, the exercise of the ordinary people filled with care and a unique interest humane care.
The source of the brand charm
From Principles of Marketing, said to reflect the corporate brand is a symbol of customer value.
Either abroad or at home, good brand to target customers have a memorable and difficult for competitors to imitate the value of personalization. Homogeneity in the products becoming more competitive environment, the value of this individual can not only create a clear differential advantage, and where customers can win more attention and love.
Then this individual is how to create value out of?
First, the personalized brand value comes from business customers from the unique discovery and understanding. With this unique discovery and understanding of the enterprise will generate a unique customer value proposition, will generate unique and innovative product design, unique benefits to meet the care received. The connotation of the brand is such a unique customer value proposition.
Philips is the world's leading home appliance brand. Its customer value proposition is "People of Science and Technology." Values in this command, the Philips consumer electronics products, though as many as a thousand, but all show the same characteristics: high technology, quality, ease of use.
Second, this customer value proposition not only to care for the specific interests of customers, but also give them a deeper human care. In this regard, the Nike brand operation will give us profound insights.
Nike's inspiration Late 70s of last century, the United States is in a "conceited age." Compared to the previous generation, new generation of better educated, more affluent life, but also more self-centered pursuit of values. In the U.S., every sports stars have been seen as a successful self-miracle. Nike keen to find a new generation of trend towards the introduction of a large number of sports stars. In the ad, not for sports stars who wear Nike shoes to run around, but most of the real struggle to reproduce their wonderful moments. This unique self-worth caring deeply infected with the new generation. Thus, from the baseball field to the city streets, everywhere there wearing Nike shoes fitness family.
To 90 years, American society has undergone new changes: the enthusiasm of self-worship gradually receded, people become more concerned about the reality of the self. NIKE again quickly discovered that change. Although most of the leading advertising or sports stars but have no kind of Superman-like qualities, they like people did in feeling the pressure, confusion or even failure. "Justdoit" has become a belief, as the pressure and confusion in people's inspirational creed. This once again gives people a deep concern for self-worth.
Other hand-made sporting goods ads. In addition to the performance of Li Ning brand in a kind of customer care, other brands are almost all stars in the use of their products boast.
A brand if the customer's unique and full of care, you can get from customers more attention and affection. On the contrary, a brand if the product is full of self-display, the customer will be the same as the U-turn away to avoid narcissistic. Sporting goods such, IT products such that any product so. I am a professional writer from China Print Net, which contains a great deal of information about kids wood toys , excalibur castle, welcome to visit!
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